Crown Helps Cruzcampo (Heineken) Launch “Con Mucho Acento” Summer Campaign To Praise Its Roots and Celebrate Diversity
The Heineken flagship beer cans feature Accents™ technology to offer consumers an original collectable series
Yardley, PA – July 15, 2021. To bring its summer campaign to life on its packaging, iconic beer brand Cruzcampo, a member of the Heineken Spain family, turned to Crown Bevcan Europe & Middle East (Crown) to produce a series of 12 novel can designs. With a campaign theme of “Con Mucho Acento,” which translates to “heavily accented” in English, each can depicts a combination of a powerful local word (a heavily accented one) and its visual interpretation, celebrating language and cultural diversity. Crown’s Accents™ variable printing technology allows for the great variety of “Con Mucho Acento’ designs to be produced in a single print run, making the limited-edition series to be as diverse as the Andalucian culture itself.
The can graphics illustrate these representative words that are proudly associated with Andalusia and its culture as interpreted by six young local artists. Each of the 12 bright red images uses transparent ink for a premium finish – accentuated by the natural colour of the metal itself under matte varnish –Some of the words used are “Poderío” (“Empowerment”), “Ojalá” (“I wish”), “Arrejuntarse” (to gather around a beer), “Pellizco” (a pinch in the stomach when feeling something special) and “Coraje” (courage).
Esteban Velasco, Cruzcampo Brand Manager at Heineken Spain commented: “Con Mucho Acento” is our homage to the spirit of Andalusia where our journey began and is still based to this day. We are proud to have honoured just a few of the core elements that make life here so fascinating through our partnership with Crown and to continue to promote the use of sustainable metal packaging.”
Accents™ variable printing technology allows a design to vary on each can in order to create up to 24 unique graphics in a single production run, to be mixed on a single pallet of beverage cans. The process creates a range of options for brand owners seeking to deliver highly customized or personalized products to consumers.
Veronique Curulla, Marketing and Business Development Director at Crown Bevcan Europe & Middle East commented: “Working with Cruzcampo has been a wonderful experience for the entire team. The use of our Accents™ variable printing technology has made “Con Mucho Acento” a truly stand-out campaign, wonderfully depicting the richness of cultural diversity and heritage of the region intertwined with the beer itself.”
About Crown Holdings, Inc.
Crown Holdings, Inc., through its subsidiaries, is a leading global supplier of rigid packaging products to consumer marketing companies, as well as transit and protective packaging products, equipment and services to a broad range of end markets. World headquarters are located in Yardley, Pennsylvania. For more information, visit www.crowncork.com.
For more information, contact:
In Europe: Veronique Curulla, Marketing & Business Development Director, Crown Bevcan Europe & Middle East; Tel: 33 1 49 18 40 28; Email: Veronique.Curulla@eur.crowncork.com
In the United States: Jon Beam, Marketing Manager, Crown Beverage Packaging North America; Tel: (215) 698-5248; Email: email@example.com
In South America: Fabio Braido, Commercial Coordinator Crown Embalagens Metalicas da Amazonia S.A.; Tel: 55 11 4529-1081; Email: Fabio.Braido@crowncork.com.br
In Mexico: Ramiro Barney, Commercial Director, Crown Beverage Packaging Mexico; Tel: 52 (722)
275 5810; Email: Ramiro.Barney@famosa.com.mx
In Asia Pacific: Frank Koh, Senior Vice President, Crown Asia Pacific Holdings Ltd; Tel: 65-622 948 28; Email: firstname.lastname@example.org
For editorial inquiries: Maria Ciubotaru, Associate Vice President, FINN Partners; Tel: 44 207 017 8345; Email: email@example.com